Brewing Success: The Tale of Daring Siblings Running a Coffee Shop in Addis Ababa
Nestled within the vibrant streets of Addis Ababa lies an enchanting coffee haven known as “Mizan Brews,” a micro business that encapsulates the soul of Ethiopian coffee culture. From its humble beginnings to overcoming hurdles and fostering a thriving space for coffee enthusiasts, Mizan Brews’ story is a testament to resilience, innovation, and community spirit.
Founded by siblings, Rahel and Yohannes, Mizan Brews began as a modest coffee cart in a bustling neighborhood. Their vision was simple yet ambitious: to craft an authentic Ethiopian coffee experience, blending tradition with modernity. Over time, their cart evolved into a cosy café adorned with Ethiopian art that offered a welcoming ambience for patrons seeking a distinctive coffee journey.
Setting foot in Addis Ababa’s competitive coffee scene presented Mizan Brews with formidable challenges. Established coffee giants such as Tomoca (TO.MO.CA) Coffee and Khaldi’s, and renowned local roasters, dominate the market and pose intense competition. Limited initial capital constrained their expansion and marketing efforts and made it daunting to carve a niche amidst the established players. Rahel and Yohannes had to rely on start-up capital from their relatives residing in the USA. This move became essential as Mizan Brews, like the 70% of Ethiopia’s 2.29 million formal MSMEs, faced significant hurdles in accessing business funding, this hampering their ability to compete in an industry dominated by established players. Remarkably, Ethiopia received a substantial $4.2 billion in remittances in 2022, with a significant portion,$144.98 million originating from the USA. This reliance on familial support in the diaspora underscores the challenges MSMEs encounter in securing local financing for growth and expansion. Sourcing high-quality beans and navigating volatile prices in a market deeply rooted in coffee tradition added to their challenges. However, by fostering partnerships with local farmers this ensured a steady supply of premium beans at fair prices. This not only upheld ethical sourcing but also resonated with customers valuing transparency and support for local communities.
Mizan Brews isn’t just a café, it’s a story woven with captivating details. Inspired by their grandmother’s traditional coffee ceremonies, the siblings introduced a unique ritual – “Coffee Tales.” This immersive experience invites patrons to partake in a traditional coffee ceremony while sharing stories, thus fostering a sense of community among coffee lovers.
The café proudly supports local farmers, sourcing beans directly from Ethiopian growers, who are among the 25% of Ethiopia’s population that depends on coffee farming as a source of income. Ethiopia, an agricultural country with over 36.3% of its land used for agriculture, is known for its good quality coffee. Indeed, coffee farming accounts for almost 30% of Ethiopia’s total exports. Their commitment to sustainability, however, extends beyond coffee. They’ve implemented eco-friendly practices, this earning them admiration from environmentally conscious customers.
Adopting innovative strategies has become Mizan Brews’ cornerstone for success. For instance, they show behind-the-scenes production glimpses and share engaging stories. They have Introduced signature blends and embraced customer feedback, this allowing them to cater to diverse tastes while staying ahead of trends. They have leveraged social media to amplify their brand and build a loyal online community within the 6.3 million Ethiopians who actively use social media. Community engagement has become their ethos. Hosting cultural events, live music nights and art exhibitions have transformed Mizan Brews into a hub where people not only came for coffee but also for a sense of belonging and cultural immersion.
Rahel and Yohannes are passionate about expanding their coffee haven and have thought about launching a franchise in Somalia, a place where their roots lie deep within their family. Their vision aligns with Somalia’s economic landscape, notably highlighted in 2022 by the substantial influx of remittances, totalling $198.81 Million from Ethiopia. However, their ambitious plans have encountered hurdles due to the absence of substantial market research for implementing the business idea. The absence of comprehensive insights into the Somali market has posed a challenge, prompting them to acknowledge the necessity of conducting comprehensive research before moving ahead with their entrepreneurial aspirations. Despite this setback, their determination to navigate these obstacles and realize their dream remains unwavering.
In conclusion, Mizan Brews embodies the spirit of entrepreneurship and passion within Addis Ababa’s coffee landscape. Their journey encapsulates the fusion of tradition, innovation and community. By crafting a unique coffee experience that transcends beyond mere beverages, every visit to Mizan Brews becomes a celebration of Ethiopian coffee heritage.